Let's be honest – keeping up with Google and Bing's algorithm changes feels like trying to hit a moving target while blindfolded. Just when you think you've figured out the local SEO game, boom! Another update drops and suddenly your business isn't showing up where it used to.
I've been working with small businesses here in Colorado Springs and across the state for years, and I can't tell you how many panicked calls I get after a major algorithm update. "Casey, we dropped from the top 3 to nowhere! What happened?" Sound familiar?
Here's the thing – local SEO algorithm updates aren't something to fear. They're actually opportunities to get ahead of your competition if you know what you're doing. Let me walk you through what's been happening lately and how you can not only survive these changes but thrive because of them.
Before we get into the nitty-gritty, let's talk about what these algorithms are actually trying to do. Google and Bing aren't changing things just to mess with us (though it sure feels that way sometimes). They're trying to serve users the most relevant, helpful local results possible.
Think about it from a searcher's perspective. When someone types "plumber near me" at 10 PM on a Sunday, they want to find someone who's actually available, close by, and trustworthy. The search engines are constantly refining how they determine which businesses best match what people are really looking for.
Over the past year, I've noticed three major trends in how local search algorithms are evolving:
What does this mean for your business? It means the old tricks don't work anymore, but authentic, customer-focused strategies work better than ever.
Google My Business (now just called "Google Business Profile" – they love changing names, don't they?) has seen some big changes that most business owners are completely missing.
The biggest shift? Google is now prioritizing what I call "engagement velocity" over static information. Sure, having your NAP (name, address, phone) consistent still matters, but Google is paying way more attention to how customers are actually interacting with your listing.
Based on what I'm seeing with my clients, here are the factors that are really moving the needle in 2025:
Response Speed to Messages and Reviews: Google is tracking how quickly you respond to customer inquiries through your Business Profile. Businesses that respond within an hour consistently rank higher than those that take days or don't respond at all.
Photo Engagement: It's not just about having photos anymore – it's about having photos that people actually click on, view, and engage with. Google can track this, and businesses with engaging visual content are getting preference in local pack results.
Post Performance: Remember those Google Posts that everyone said didn't matter? Well, they do now. But here's the catch – it's not about posting frequently, it's about posting content that generates clicks and engagement.
I had a client, a local HVAC company, that was stuck on page two for their main keywords. We started focusing on these engagement signals, and within three months, they jumped to position two in the local pack. The difference? They began responding to every review within 24 hours, started posting helpful seasonal maintenance tips, and uploaded before-and-after photos of their work.
Google keeps rolling out new features, and most business owners either don't know about them or don't use them. Big mistake. Early adopters of new features often get a temporary ranking boost – it's Google's way of encouraging adoption.
Here are the features that are making a real difference right now:
Product/Service Listings: You can now add specific products and services with descriptions, photos, and even pricing. Businesses using this feature are showing up for more long-tail searches.
Booking Integration: If you can take appointments online, integrate it with your Google Business Profile. Google loves businesses that make it easy for customers to take action.
Messaging: Turn on messaging and actually use it. I see too many businesses enable it and then ignore customer messages. That's worse than not having it at all.
Everyone obsesses over Google (and for good reason – they dominate search), but sleeping on Bing Places is a huge mistake. Bing powers about 20% of searches in the US, and their local algorithm changes are often more dramatic and immediate than Google's.
Plus, here's something most people don't realize: Bing Places often has less competition. I've helped businesses achieve top rankings on Bing in weeks when the same results took months on Google.
Bing's local algorithm puts more weight on traditional SEO factors than Google does. While Google is all about user engagement and AI, Bing still cares a lot about:
This isn't to say Bing is behind the times – they're just taking a different approach. And smart business owners can use this to their advantage.
One of my clients, a Colorado Springs roofing company, was struggling to break into the top 5 on Google but was ranking #1 on Bing for their main keywords. That Bing traffic was converting at nearly 30% higher than their Google traffic. Why? Less competition meant higher-quality leads.
Bing has been quietly rolling out some significant changes:
Enhanced Local Pack: Bing's local pack now shows more information upfront, including business hours, phone numbers, and review snippets. This means your listing needs to be more compelling than ever.
Voice Search Optimization: Bing powers Cortana and Alexa's web results, so they're putting more emphasis on conversational, voice-friendly content.
Social Signal Integration: Bing is now factoring in social media presence and engagement more heavily than Google. If you're active on Facebook, LinkedIn, or Twitter, make sure your Bing Places listing reflects that.
Let me tell you about some recent updates that sent shockwaves through the local SEO community and what they mean for your business.
This one was a doozy. Google changed how they calculate proximity for local searches. Previously, being physically closer to the searcher was almost always better. Now, Google considers "service areas" and "practical proximity" more intelligently.
What this means: If you're a plumber, being 2 miles away from someone might matter less if there's heavy traffic between you and them, but a plumber 5 miles away with a clear route might rank higher.
The businesses that adapted quickly started optimizing for service areas rather than just their physical location. They began creating location-specific content for the areas they serve, not just where they're based.
Bing rolled out an update that gives more weight to businesses with established domain authority and longer online presence. This seemed unfair to newer businesses at first, but there's a workaround.
The solution? Focus on building topical authority in your niche. Create detailed, helpful content about your industry. Bing's algorithm rewards businesses that demonstrate expertise through their online presence.
Let me address the three biggest issues I see businesses struggling with after algorithm updates:
This usually happens when businesses were relying on outdated tactics that the new algorithms penalize. Maybe they had keyword-stuffed business descriptions, fake reviews, or inconsistent business information.
The Solution: Do a complete audit of your local SEO foundation. Check that your business name, address, and phone number are identical everywhere they appear online. Clean up your Google Business Profile by removing keyword stuffing and making your description sound natural and helpful. Most importantly, start focusing on getting genuine reviews from real customers.
I helped a local restaurant recover from a 70% traffic drop by doing exactly this. We cleaned up their citations, rewrote their business description to focus on what customers actually cared about, and implemented a simple system for getting authentic reviews. Within two months, they were ranking higher than before the algorithm update.
This is frustrating but increasingly common. You've invested in a beautiful website, but the guy with the 1990s-looking site is ranking above you.
The Reality Check: Local SEO isn't just about having a pretty website anymore. Google and Bing care more about local relevance signals, customer engagement, and business authenticity than they do about web design.
The Solution: Focus on the local signals that matter most. Make sure you're getting regular reviews, posting updates about your business, and engaging with customers online. Your website still matters, but it's just one piece of the puzzle.
You rank #1 for "plumber Colorado Springs" but don't show up at all for "emergency plumbing Colorado Springs." This inconsistency is maddening but fixable.
The Solution: Create specific content and business profile information for different service variations. Don't just stuff keywords – actually create helpful content around different scenarios your customers face. Use Google Business Profile posts to highlight different services and situations.
Enough theory – let's get practical. Here are five things you can do right now to improve your local rankings:
Go to your Google Business Profile and Bing Places listing right now. Fill out every single field, even the ones that seem optional. Add your hours, services, photos, and business description. The more complete your profile, the more confident the algorithms are about showing you to searchers.
Create templates for responding to both positive and negative reviews, but personalize each response. The key is speed – respond within 24 hours if possible. This shows both customers and search engines that you're actively managing your online presence.
Plan to post something valuable to your Google Business Profile at least once a week. Share tips, showcase completed projects, announce special offers, or highlight team members. Keep it helpful and authentic.
Add a FAQ section to your website that answers questions the way people actually ask them. Instead of "Services," use "What services do you offer?" Instead of "Hours," use "What time do you open?"
Use tools like Google Search Console and Bing Webmaster Tools to monitor how you're showing up for local searches. Set up alerts so you know immediately if your rankings change significantly.
Based on what I'm seeing in the industry and testing with my clients, here's what I think is coming down the pipeline:
AI-Powered Review Analysis: Google and Bing are getting better at understanding the sentiment and authenticity of reviews. Fake reviews are becoming easier to detect, but genuine, detailed reviews are becoming more valuable.
Video Integration: Video content in business profiles is going to become more important. Businesses that add video tours, customer testimonials, or service demonstrations will have an advantage.
Real-Time Business Information: Search engines want to know if you're actually open, available, and able to serve customers right now. Businesses that can provide real-time availability and status updates will rank better.
Hyper-Local Targeting: The algorithms are getting better at understanding micro-locations within cities. A business serving downtown Colorado Springs might rank differently than one serving the north side, even for the same search terms.
Look, I get it. Keeping up with all these changes is exhausting. You didn't start your business to become a local SEO expert – you started it to serve customers and solve problems.
But here's the reality: your customers are finding businesses online, and if you're not showing up in local search results, you're invisible to them. The good news is that most of your competitors aren't adapting to these changes either, which means there's a huge opportunity for businesses that do.
The businesses that are thriving in today's local search environment aren't necessarily the biggest or the ones with the most marketing budget. They're the ones that understand what customers want and what search engines are looking for – and they align those two things.
If you're feeling overwhelmed by all this, you're not alone. At Casey's SEO, we help Colorado businesses deal with these exact challenges every day. We've seen firsthand how the right local SEO strategy can transform a struggling business into the go-to choice in their market.
Whether you tackle this yourself or get help, the important thing is to start taking action. The local SEO world is changing rapidly, but businesses that stay proactive and customer-focused will always find a way to succeed.
Don't let algorithm updates scare you – use them as motivation to build a stronger, more customer-focused online presence. Your future customers are out there searching for exactly what you offer. Make sure they can find you.
Ready to take control of your local search rankings? The time to act is now, before your competitors figure out what you just learned. Start getting the local visibility your business deserves and stop being invisible to the customers who need you most.
